 ####################################################
From Chris Kilian, Stealth Promotions
Austin, Texas
email: chris@stealthpromotions.com
Welcome to the 38th Issue of Secrets for Success.
July 20, 1999
This is an opt-in newsletter, delivered this week to 1,998
webmasters, marketers, and others seeking online success.
Your email address is protected and we will never share
your information with anyone. Promise. Welcome back to
you one and all. Here is what we have for you this week.
####################################################
Contents:
1. Guest Article: Targeted Traffic for Pennies!
2. Useful Sites: Online Gold Mines.
3. Worthy Newsletters: Add yourself as a subscriber
4. Mixed Bag: Editor Ramblings
5. Links For Your Consideration: Great offers for you.
6. Guest Article: The Rule of Repetition: How It's Crippling Your
Marketing Efforts if You're Not Using It
~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
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1.##################################################
Guest Article:
"Targeted Traffic for Pennies!"
What follows is a proven, step by step formula for driving
highly targeted traffic to any website; for pennies.
Recently, I've been sampling new promotions methods to drive
fresh traffic to my website. I had been reading quite a bit
about goto.com and how other webmasters had been getting
great results with it, so I decided to give it a try.
In a nutshell, goto.com is a "pay for rank" search engine.
It allows website owners to bid on keywords related to their
site. When users search on any term at goto.com they are
presented with a list of sites, with the highest bidders
appearing closest to the top.
Based on my own experience, this site not only offers a
great way to find things on the web, it offers a very
inexpensive way to generate targeted traffic to any site. By
following the details of my own goto advertising campaign,
you should be able to emulate the excellent results I've had.
Just a few weeks into my campaign, I am now generating
between 85 and 100 visitors each day from goto.com. My costs
are averaging about 4 bucks a day. As I continue to tweak my
advertising (I'll teach you how) I expect this number to
double and possibly triple over the coming weeks. But I'll
get to that in a minute. Let's take things a step at a
time...
Step 1: Open your own GoTo account.
The first step is to visit www.goto.com and open an
account.
There is a minimum investment of $25 to become a goto
advertiser. The way it works is simple... As an advertiser
at goto.com, you bid on search terms relevant to your site.
You have complete control over how much you pay on a per-
click basis on each of those search terms. The higher your
"bid," on each search term, the higher in the search results
your site will appear. As GoTo proudly states, "It's targeted,
cost-per-click advertising and you set the cost per click!"
Step 2: Decide how much a visitor is worth to you.
You can do this by checking your current website stats. Add up
your average number of monthly visitors and determine what
percentage of them actually go on to become a customer. This
can be tricky but it is an important step. Depending upon
the average cost of your products or services, you should be
able to come up with a ballpark figure as to what each
visitor is worth.
Example: If I'm converting one sale from every 100 visitors
and my average sale is $100, then each visitor is worth
about a buck. (Keep in mind, this does not take into account
the lifetime value of a site visitor or customer.)
Once you have an idea of how much each visitor is worth to
you, write it down. You will use this number as a "cap" on
your bids. More on this later.
Step 3: Start a file on your computer with keywords
pertaining to your site.
Using any word processor, start typing anything and
everything you can think of that pertains to your site. If
you are selling pet supplies your list would look something
like this...
dog
cat
kitten
dog bone
collar
dog food
pet
pet supply
(Don't worry about pluralizing all your words. GoTo's
Search Pluralization feature analyzes your keywords and
does this for you automatically.)
Now before you tackle this step, I must inform you that
this can be the most time-consuming part of your goto
campaign. Why? Well, in order to really get the most from
your campaign you'll be making a list of at least 1000
keywords, or search terms. That's right, I said one
thousand. You don't "need" that many to get started
with goto, but I tried bidding on a limited number of
keywords and the results were nowhere near the cost-
effectiveness of using a large list. A large list allows
you to bid as low as a penny on 90% of your keywords.
Even if 10% of them get a single click each day, you're
generating 100 visitors right there.
Goto offers a "suggested search terms tool" to help you.
<http://inventory.go2.com/inventory/searchInventory.mp>
When you type in a word, you get a list of related search
terms that were searched on last month at goto.com. I found
their suggestion tool helpful, although it can still take
quite a bit of time to compile a large list with it.
Actually, I must admit I cheated on generating my own
keyword list... As a registered member of "The Challenge"
<http://www.bizweb2000.com/imc/> I have
access to a
keyword generation script that generated literally 1200
terms for me in a few minutes. This tool saved me DAYS of
thinking and typing and quite frankly is worth the price
of admission to the private site. (Especially if you are
planning a goto campaign.)
Step 4: Write a title and description to go along with your
keywords.
When you place your bids at goto.com you will also be asked
for the title of the URL you are submitting and a short
description. It is important to write something brief, yet
eye-catching. Remember, the main objective is to get people
to click. Use of the words "free" and "you" can be very
useful here. Stick to the tried and true classified
advertising axioms but make an effort to stand out from the
crowd. A good idea is to write something YOU would click on.
You may want to write two or three of these titles and
descriptions, especially if you plan to bid on keywords that
cannot be directed to the exact same URL at your site.
Ex: One of my bids was on the keywords "free downloads" so
I wrote a separate title and description for the software
area of my site <http://bizweb2000.com/software.htm>
and
submitted that specific URL.
You can save time if you can write a description that covers
your entire site and then link all your bids to your main
URL. Although your traffic may not be as targeted when you
do this, it is less time consuming than trying to break your
site into specific areas. It all depends on your individual
site and how much time you have to spend. (Remember, you can
always adjust links once your account is online and drawing
traffic.)
Step 5: Place your bids.
Okay, you have a nice long list of keywords, along with
titles and descriptions. Now it's time to get your bids in!
You do this at goto's DirecTraffic Center. This is their
account management tool, where you can add, modify, or
delete your search listings, 24 hours/day, 7 days/week. You
can also check your account balance, add money to your GoTo
account, change your bids in real-time and view your
activity reports. Once you've opened an account you just
click https://secure.goto.com/s/dtc/center/
to log in.
As far as actually placing your bids, there are basically two
methods to utilize --manually (by hand) or by using the Excel
spreadsheet they offer. This is a no-brainer. Go for the
faster and more accurate spreadsheet option. It allows you to
complete one form and email it to chgorder@goto.com
for their
review.
Microsoft's Excel is part of the Office Suite and many PC
users have it, even though they may never use it. Although I
had never opened Microsoft's Excel program before, I was able
to learn enough in about a half hour to get me through.
Basic skills like repeating text and drag and drop of my
keyword list were simple enough to figure out. Within an
hour of downloading the spreadsheet they offer, I had a
completed form ready with over 1200 keyword bids.
An important topic to touch on here is the pricing of your
bids. I suggest you price all your bids a one cent. (0.01)
Since you will undoubtedly be submitting some keywords that
are not currently being bid on at goto, why pay more per
click than you have to. A penny bid will put you at the top
on these keywords! Once your spreadsheet has been accepted
and put online, you can then start adjusting for more
traffic. (More on this in the next step.)
Note: Make sure your spreadsheet does not contain off-topic
keywords. Submissions are spot-checked and routinely refused
if they contain keywords unrelated to your site.
Step 6: Adjust your bids.
This is where knowing what a click is worth to you comes
into play. At Goto.com's DirecTraffic Center you can now
adjust your bids in real-time. This area shows you your
current ranking on each of the terms you've bid on and also
tells you how much you need to bid to get to the #1 spot.
What a tool!
While I don't recommend you go for number one with every bid
I do recommend you try for a top 50 spot. As of the writing
of this, each page returned on goto searches returns 40
sites. Getting your keywords on the first page or even the
very top of the second can generate traffic.
What has been working for me is this: As I go through my
bids I adjust only the ones that I feel are highly likely to
get searched on. If I can squeeze into the top ten on any of
these by adding a few cents to the bid, I do it. Then, I make
sure that the real common and super-busy keywords appear at
least in the top 50.
Example: The word "business" was very popular and my penny bid
had me at #153. I had received zero hits from that low position.
So I bid just enough to move it up to the top 50 spot and bingo-
six hits the next day. While you may be thinking that six hits
is nothing, remember that I'm bidding on 1200 keywords. I've
had time to adjust about 35% of them so far and I'm up to 100
visitors a day from goto.com. That's over 3000 visitors a
month and I'm far from done.
As I mentioned, knowing what a click is worth to you comes
in handy here. If each visitor to your site is worth say,
.65, then set that as your limit, or cap. Bid up to that
amount on any keyword, but not over it. This will ensure
that your campaign remains profitable.
As you make adjustments to your bids, you should visit the
"view stats" area of the DirecTraffic Center frequently.
Checking your stats at least once each week will allow you
to keep on top of your adjustments and maximize your traffic.
That's it! An effective new traffic source for your site!
In closing...
While I'm not much for spending money on advertising, this
new method is cheap and effective. Anytime you can get
targeted traffic to your site for pennies, you need to take
action.
I've managed to get some excellent results with goto.com,
even with the huge amount of competition in my industry. For
other webmasters who are focused on less crowded niches,
goto.com could be a goldmine of targeted business.
Take this lesson plan and Goto it!
----
Article by Jim Daniels of JDD Publishing. For more proven
internet marketing strategies, visit http://bizweb2000.com
<a href="http://www.bizweb2000.com">www.bizweb2000.com</a>
Subscribe to Jim's BizWeb E-Gazette by sending any message
to freegazette@bizweb2000.com - it's FREE
forever!
2.##################################################
Useful Sites:
Internet Web Source Magazine is offering a terrific deal that can give
your web site some free publicity. They will give you a free web site
screenshot and 40 words to describe your site in The Internet Web
Source, a monthly magazine covering the Web and America Online.
They consider this a $225 value. I say, if you don't get charged, any
publicity is a bargain. Get it at http://iwsnet.com/
by following the
banner at the top of the page.
Perseus Development Corporation is giving away free software
that can help you create surveys for your web site. From their site:
"SurveySolutions Express is FREE to everyone and allows you to
quickly and easily add single-question polls to your web site. It even
allows you to set up multiple surveys, and schedule them in advance
to switch over whenever you want, giving you the power to keep
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minimal amount of effort." Find it at: http://www.perseus.com/
3.##################################################
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4-4
Please let the publishers know you heard about them here.
4.#################################################
Mixed Bag:: Editor's Ramblings
*We are pleased to be bringing you an article from Jim Daniels,
who not only runs his very successful web site, but is involved
heavily with this week's sponsor, the IMC Challege site, where
experts really are providing one to one feedback to members who
hope to repeat the success of these highly profitable marketers.
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*From across the "pond" comes yet another ad-streaming, "surf
and get paid" offer. The link is below with the others. Nothing
more from me until a little check crosses my hand, but I am still
optimistic about these programs.
*Look for information about a new e-book that will help you
who operate or publish eosins. There is a new source of info
to be released this next week, and I hope to be able to to give
you all a free copy.
5.#################################################
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6.###################################################
Guest Article:
The Rule of Repetition: How It's Crippling Your Marketing
Efforts if You're Not Using It
(C) 1999, Marty Foley
The Rule of Repetition is basic, yet very powerful. Simply put,
it means that any marketing communication is most effective
when it is repeatedly brought to the attention of the target
market.
Why is repetition in your marketing so important? Most
prospects don't respond immediately to a single marketing
communication, or perhaps even several of them. There are
various reasons for this:
*Your prospects aren't familiar enough with you yet.
Repetition helps build familiarity, which in turn helps build
credibility. Some prospects will start to recognize your
company and products only after they've seen them over and over
again. Gradually they come to recognize that your company is
stable, not just another fly-by-night operation, and will
eventually start to develop enough trust to start doing
business with you.
*Your prospects are bombarded with many other distractions in
their busy lives.
You see, your typical prospect does not sit idle each day
waiting for your marketing materials to make their grand
entrance so he/she can eagerly read them over and over again,
savoring each and every word. Hardly!
Your prospect is likely to be a very busy, time-pressured
individual with a wide array of other things competing with
your sales message for his/her time and attention. Even when
your marketing communications win the attention of your
prospect, and even if they decide they want to buy your product
or service, other distractions in their busy lives can cause
them to set your marketing materials aside. Soon, they may
forget all about your offer.
*Your prospects may not yet have made a decision in your favor.
Understandably, some prospects need more time than others to
decide whether or not to act on your offer. Instead of making
a decision, many often do the easiest thing - procrastinate.
But time works against you: the more time passes, the less your
prospect remembers your offer.
*The timing of your offer may be bad for a particular prospect.
Many prospects will miss your marketing message the first time
around, perhaps because they were on vacation, it didn't sink
in, they were distracted by a major event in their lives,
temporarily couldn't afford it, they weren't interested at the
time, or a myriad of other possibilities.
*Other unfortunate things can happen.
While your marketing communications are important to you, this
often isn't so with your prospects (even if they requested
them). They may lose or misplace them, throw them away, or
perhaps accidentally delete to otherwise destroy them. Perhaps
you haven't encouraged them to take immediate action, or maybe
they just haven't yet realized that what you offer can benefit
them. Regardless of the cause, the unfortunate result is that
they don't (or can't) do business with you.
As we've just considered, your marketing communications are
competing with so many other things that contend for the time,
money and attention of your prospects. To convert those that
don't respond immediately to your offers into buyers, you need
to keep in touch with them repeatedly before they will finally
be motivated to act.
When you run your business by the Rule of Repetition, you
won't just present your marketing message to your prospects one
time and then rest contentedly, but you will be persistent in
your marketing efforts, and will thus overcome many of the
obstacles mentioned above.
Resource Box
Article by Marty Foley of <http://profitinfo.com>.
His
ProfitInfo Newsletter reveals tips, resources and strategies for
building Internet profits now: <Subscribe@ProfitInfo.com>.
Testimonials continue to mount for his new handbook, Internet
Marketing Goldmine. Click on over and check it out now:
http://profitinfo.com/v3.htm
####################################################
Until next time-
Plan your work. Work your plan. Succeed.
Chris Kilian, Stealth Promotions
~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
This newsletter is now proudly listed at:
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~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
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Expect more tips, hints, websites, tools and advice to increase
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All contents Copyright (c) 1999 Stealth Promotions, except
where indicated otherwise. All rights reserved worldwide.
Reprint only with express permission from copyright
holder(s). All trademarks are property of their respective
owners. All contents provided as is. No express or implied
income claims made herein -- your business success is always
dependent on many factors, including your own abilities and
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Contact Information:
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Austin, Texas 78746
Phone: 1-512-330-0404
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